Recovering from his astute targeting comment, Tuttle went on to explain the campaign, which has the celebrities, trainers, jockeys, and fans asking or answering the question, "Who do you like today?", saying, "I think everyone in this room would agree that we've just about exhausted the variations of brown horses running in a circle. We're out of clever ways to do that as television advertisers." Well, we'd definitely agree with you on that, Chip. Tuttle also says the campaign is intentionally not focused on the horses but on the people who play the horses.